It’s human nature. We ignore the familiar. After a while, the pile of messy papers doesn’t exist and the big coffee stain is invisible. Then, someone comments on it, and we can’t not look at it. Until it disappears — again.
Trade show exhibits are no different and maybe even worse. Do you remember your first show with a brand new display?
Trade show experts tell us to never eat in the booth. It’s bad etiquette. From my experience, this arbitrary “food rule” is specific to North America. For example, at EuroShop, there was food everywhere, whether served to attendees or eaten by staffers. It’s time we dispense with this food hypocrisy. People are going to eat, so let’s agree on some guidelines. Some food is appropriate. Others not so much. Here are my suggestions of food never to eat/serve in your booth.
Most of us are creatures of habit. Why change if it’s working? I’ve learned over the years that trade show marketing tends to follow the same, well-traveled road for most companies. Same shows. Similar booths. Little change to the exhibit staffing. Common frustrations year after year.
Recently, a distributor asked me about the capabilities of X, a trade show display supplier in our industry. We talked about X, which led to a conversation about A, D, and G. I realized after our call that the industry has shifted. The categories or labels we’ve always used to define exhibit suppliers/builders are no longer accurate.
It’s time to buy a trade show display. Unlike lawn mowers, cameras, or smartphones, there’s no Consumer Reports and your experience is limited. So, you do your research on the web, and if you are smart, you consult with a trade show exhibit professional. However, there are questions you won’t ask. How do I know? Because no exhibit manager has ever asked me these questions… and they should.
“Build it and they will come”– This phrase should be your mantra when designing your trade show booth. With a carefully designed booth, you stand a much better chance of attracting potential clients, making sales, gathering contacts, and generally spreading the word about your company. Think of your booth as a microcosm of your business.